Nostalgia Tourism: How DMOs Can Leverage the Past to Drive the Future

A photo of hands holding camera film while glistens in the sunlight.
A picture of Andy next to a cabin in snowy Tennessee
by Andy Gonzalez
Marketing Coordinator

Have you ever felt drawn to revisit a place you once visited with your family? Or even a destination tied to your favorite film? Nostalgia is a powerful force, shaping the movies we watch, the products we buy and now, the places we travel to. A recent report from Amadeus and Globetrender highlights “nostalgia tourism” as a key trend to watch in 2025. The report suggests that travelers are seeking experiences that bring back retro and classic attractions, events and activities. In a similar vein, Hilton reports that 25% of global travelers plan to allocate travel funds to nostalgia-driven entertainment. 

Simply put, nostalgia tourism is the growing trend of travelers seeking destinations, experiences and activities that evoke a sense of the past, often revisiting childhood vacation spots to create new memories that last a lifetime. 

For DMOs, this presents an opportunity to create and promote nostalgic travel experiences that cater to travelers looking to reconnect with cherished memories and satisfy their nostalgic itch. Tapping into this growing demand also strengthens the emotional connections visitors have to destinations and revitalizes off-the-beaten-path locations, allowing DMOs to reduce the negative impact of overtourism.

How DMOs Can Leverage Nostalgia Tourism

So, what can your destination do to participate in this rising trend? While every destination is different, here are several best practices you can employ to leverage the appetite for nostalgia tourism:

Revitalize Classic Attractions

Whether it be historic amusement parks, vintage train rides or diners that transport visitors back in time, revitalizing classic attractions will spark interest in travelers seeking nostalgic experiences. A prime example is Visit California, which has created content around and promoted Route 66 to visitors who want to experience the nostalgic charm of neon-signed diners, retro gas stations and quirky roadside stops. These experiences offer more than just a trip down memory lane; they immerse visitors in preserved cultural landmarks of the destination they are visiting. 
 

A photo of classic cars and a motel on Route 66.


Highlight Family Nostalgia

Just as nostalgia-based tourism is a rising trend, multi-generational travel is also becoming increasingly popular. With a focus on family getaways, these two trends go hand in hand. Planning a trip with multiple generations can spark a sense of nostalgia, and if visitors have a meaningful experience, it can lead to repeat visits—each one reigniting that feeling of nostalgia and connection to family travel. What’s more, destinations can position themselves as the ideal place to start family traditions, sowing the seeds for nostalgia tourism for years to come.

Speaking from personal experience, I know the power of nostalgia tourism. My family has made it a tradition to visit Orlando, Florida, every year. We’ve been going to the theme parks there for over 20 years, and each time I go, I’m instantly transported back to my childhood. The excitement of waiting in queues, riding the attractions and enjoying fresh amusement park food with family always brings back those familiar, cherished feelings. DMOs can tap into this nostalgia by creating experiences that evoke similar emotions and promoting beloved local spots that families have visited for generations—bringing them back to relive memories. 

Destinations like Visit Las Vegas and Visit Orlando have already highlighted family-friendly activities and attractions, but DMOs can take it a step forward by showcasing less crowded, off-the-beaten-path experiences that bring families even closer together. Visit Florida, for example, has created a specific section on its website featuring hidden gems that many travelers might not know about. This approach not only helps families create lasting memories but also addresses the issue of overtourism. Additionally, DMOs can promote nearby accommodations that cater to larger families, making it easier for them to stay together while exploring.

A photo of Visit Florida's off-the-beaten-path webpage.

Leverage Social Media

Nostalgic moments are inherently shareable. Everyone loves reminiscing about the past, and travel photos lend an additional excitement to share memories. Encouraging visitors to take part in these shareable moments creates organic visibility for destinations. For example, the popular #throwbackthursday or #TBT hashtag is an easy way for destinations to increase visibility for their nostalgic content. Visit Scotland recently shared a throwback post from last year’s Ceilidh celebration, which tapped into memories of the event itself and united Visit Scotland’s followers as they shared how it reminded them of their own dances in celebrations from the past, creating a strong sense of nostalgia for travelers to potentially act on. 

Social media is also an ideal vehicle to promote unique, retro-themed events hosted by destinations or local businesses. For example, Pure Michigan hosts a “Nostalgia Night Tour & Concert Experience,” highlighting the iconic Castle Farms venue, which has seen legendary rock artists like Bon Jovi, Aerosmith and many more. Pure Michigan has promoted the event through the DMO’s social accounts, including Facebook, giving their followers an opportunity to share their own experiences and expanding the destination’s reach to travelers all over the world. 

Nostalgia is an emotional driver of travel decisions, and DMOs that can successfully integrate nostalgic experiences into their marketing strategies can attract travelers looking for unforgettable adventures and boost visitation. Moreover, nostalgia tourism can be a powerful way to deepen the emotional connection visitors have to a destination, creating lifelong fans. 

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